As retailers move toward Sunrise 2027 and next‑generation 2D barcodes at checkout, brands have an opportunity to transform how products are identified, authenticated, and experienced. This session explores how a single serialized 2D barcode, built on GS1 Standards, can strengthen product trust, improve data accuracy, and enable connected consumer experiences. Learn how brands are using serialized identification to reduce counterfeits, connect physical products to digital information, and unlock new engagement across the supply chain.